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Success Story
GlaxoSmithKline Consumer Healthcare
Community Partnership Report
Brief Description
GlaxoSmithKline Consumer Healthcare's Community Partnership
Report is the company's annual report to its stakeholders on
the sizable charitable contributions of its North American operations
in the communities the company serves. It is both a report on
the company's good work, and a solicitation to its stakeholders
to continue to deepen the partnerships that GSK's volunteerism
and financial contributions have helped to build.
Need
For decades, the employees of GSK Consumer Healthcare's North
American operations have contributed substantially of their
time and money to the communities where the company operates.
But the company had no means of regularly reporting on its efforts
to the communities it serves or to its hundreds of employee
associates. In communities where GSK Consumer Healthcare has
a large associate and corporate presence, such as Pittsburgh,
this created an especially acute need to tell the story of the
company's good works, and also to help remind communities and
associates of the process for obtaining financial and nonmonetary
support from the company for community needs.
At the corporate level, GSK has a well-defined mission that
animates its contributions to the communities it serves. GSK's
global mission of helping people Do more, feel better, live
longer is a guiding principle in how the company directs its
financial and nonmonetary contributions.
This has been articulated for the first time in the Community
Partnership Report and its companion Community Partnership Guidelines.
Taking the initials of the company name, the report and guidelines
explain that GSK Consumer Healthcare's financial and nonmonetary
support is focused upon:
• Good Health -- Supporting health-related organizations
that strive to improve healthcare practice and education;
• Society -- Promoting collaborative and comprehensive
approaches to arts and cultural activities; and
• Knowledge -- Supporting programs that promote quality
education for children and especially minorities.
These philosophies had not been clearly and simply articulated
to associates or GSK communities in a way that not only captured
the good work that the company and its associates do, but which
also provided a framework for communities and organizations
interested in financial or nonmonetary support from GSK in the
future.
GSK met these needs through creation of two complementary print
pieces:
1. The Community Partnership Report itself, a 12-page report
of the company's good works to all of its stakeholders, and
2. The Community Partnership Guidelines, a companion piece that
provides associates and organizations interested in GSK financial
or nonmonetary support with the guidelines they need to apply
for that support.
Audiences
The Partnership Report and Guidelines had two primary audiences:
1. GSK Consumer Healthcare's North American associates, who
are ambassadors of the company in the communities it serves
and are often the initiators of requests for financial and nonmonetary
support to community organizations, and
2. Organizations in the communities that GSK Consumer Healthcare
serves, which have in the past or may in the future seek a financial
or nonmonetary partnership with GSK Consumer Healthcare and
its associates.
Goals and Objectives
The Report was designed as an annual print piece based upon
these characteristics:
1. Associates and community organizations have in the past asked
for the company's support on an annual cycle, with requests
for support often peaking at the beginning of the year, or around
the holidays. GSK Consumer Healthcare wanted a tool that could
have an annual shelf life.
2. Print requests have been the most common from communities
and organizations and a best practices review of similar corporate
efforts confirmed that a print tool would best serve organizations
seeking GSK's support.
3. While the Community Partnership Report is an excellent recap
of what the company has done in the communities it serves, GSK
Consumer Healthcare often fields requests for guidelines on
future support. For this reason, GSK created the companion Guidelines
piece as a stand-alone tool that could be independently shared
with organizations seeking support.
Results
Since its publication, the GSK corporate communications staff
has distributed hundreds of Guidelines to current and potential
community partners. The staff is also seeing more requests that
are aligned with the company's philosophies in providing financial
and nonmonetary support. "I have never been so thankful
for a printed piece of material in my life," says Patty
Bevilacqua, who now has two tools that help her explain the
company's partnership philosophies and guidelines quickly and
simply.
More than 1,000 Reports went to the homes of associates. Associates
have expressed appreciation for the home mailing, which allowed
them to share the good work their company does with their families.
ItŐs important to GSK that associates know of GSK's community
partnerships, so this feedback is a great measure of success.
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